A concentrated marketing approach is particularly suited to a smaller firm with limited financial and marketing resources or a specialist producer, and could be used by a new entrant to the market as a means of establishing a toe-hold in the market before undertaking further expansion (see MARKET PENETRATION). By concentrating its resources narrowly, a firm may well be in a better position to boost its sales but, on the debit side, may fail to capitalize on the sales potential of other segments. Worse still, dependency on one segment leaves the firm unduly exposed to a fall in demand in that segment.

After two years of concentrated marketing and equipment research the first EPC customer was secured and resulted in the foundry investing nearly $150,000 in a prototype line that would allow them to qualify the process and to specify the building of a full-fledged production line.

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